5 steps for creating dynamic content
Dynamic content is the key to success for creating a powerful marketing campaign. It is crucial for retaining readers on your company or personal blog and insuring that they return at a later date. It can also mean the difference between getting visitors to your site and having a virtual ghost town online. Before you get started writing dynamic content, it is important that you create a killer content calendar. Once you have your content calendar in hand, you are ready to start the writing process.
But with the endless content available to everyone across countless channels you may be asking yourself, where do I even start?
5 steps for creating dynamic content – Stop Selling and Start Helping
If you haven’t already read the book, “YouTility – Why Smart Marketing is About Help Not Hype.” by Jay Baer, you may want to pick up a copy. In the very first few pages of the book he writes “The difference between helping and selling is only two letters. But those two letters now make all the difference”. These two sentences highlight the importance of trying to help people instead of simply trying to sell to them.
Because of my years of experience in the world of marketing and customer service, I have gained experience creating useful and productive content and want to share 5 steps for creating dynamic content:
Tip 1 – Identify the needs of your customers
If you want to create successful and useful content, it is essential that you understand what your customers need to make better decisions. It is important to know how you can improve their lives by providing dynamic content. While search engine data, social chatter, and web analytics offer helpful information, sometimes the very best approach is to simply ask your customer. There are several ways you can do this, such as an email blast, a quick survey, adding a comment section to your contact page or through the use of customer reviews and product comments.
Tip 2 – Match customer needs to dynamic content
Now that you know what your customer needs, you can cater your content to those needs. They may be looking for information and might have a problem that your company can solve. Even if they are not looking to purchase your item or product at that moment, they will remember that you helped them with this issue. At a later time they will most likely come back to you for another solution, or better yet, to purchase your product or service.
Tip 3 – Create a Content Calendar
A very crucial aspect to creating dynamic content is to create a content calendar. Doing so will enable you to gather all your thoughts and ideas into one place and outline the content that you will create. It will prevent repetition of content and allow you to diversify what you have to offer.
Tip 4 – Help others before selling
Selling is a very important aspect of your online marketing. It will be the primary focus of e-Commerce activities and your shopping site. For social media, blogs and email campaigns, helping others should be your primary concern. Helping others will generate a lot of good will and build trust with your readers. Once you have established yourself as their friend and a valuable help to them, they will be more inclined to purchase your products or services instead of a company they do not know or trust.
Tip 5 – Analyze your content
Creating useful and dynamic content takes time. It requires concentration, hard work and creativity. You surely don’t want all of those efforts to go down the drain. That is why it is important
- Utilization Metrics
You’ll want to know how how your blog or product was utilized. You may use factors such as how many times your mobile app was downloaded, or how many times your blog was visited. It is important to also keep track of how long they are staying on your blog, or whether or not they are deleting your app shortly after installing it on their mobile device.
- Sentiment and Sharing Metrics
Later we will discuss in more detail Sentiment Analytics. The important factors to know are how many people consider your content favorable and how often your content is being shared. You can do this on sites such as Facebook by looking at how many “likes” and “shares” you get on a given post. For your website, you can use Google Analytics to see things like bounce rates, visitor duration and referrals to friends.
- Completions Metrics
It is crucial that you add a call-to-action on your site. This can be a link to your shopping cart, an email sign-up form, a survey, or any other action that you want the customer to take. You will need to keep track to see whether people are taking that action, or are leaving your website without taking any action. A low completion rate means that you will need to experiment with your call-to-action to make it more enticing.
Following these 5 tips will put you on your way to dynamic, valuable, and useful content. As you envision and create content, the key is to position yourself not as a salesperson, but as a valuable resource. Don’t try to create a need for your customers ask your customers what they need.